Marriott Bonvoy, Marriott International’s newly consolidated customer-loyalty program, is more than a clever mash-up of Bon Voyage.

According to Karin Timpone, Marriott’s global marketing officer, the new branding stands in front of a complete re-imagining of customer loyalty at the company – and reflects the changing priorities of travelers.

Timpone joined Marriott from Disney ABC Television Group five years ago, and “knew then there was something going on in the hotel space where people wanted to move toward more experiences … with travel really being a key way people engage in experiences,” she told delegates at Incite Group’s 2019 Brand Marketing Summit in San Francisco.

With its $13-billion acquisition of Starwood Hotels and Resorts in late 2016, Marriott became the largest hotel company in the world. And the challenge of addressing the sea-change in consumer expectations for lodging took on equally massive proportions.